4 Go To Resources for Better Executive Sales Call Planning

Meeting with executives requires far more time in planning because they expect so much more of you so quickly. They want you to be well informed and do not want to spend their valuable time giving you background that is readily available elsewhere. So, where do you go to get the information you need?

Executive sales training experts point to the following sources of information:

1. The customer’s website. Read executive backgrounds, product descriptions, company locations, etc. and pay special attention to annual reports, the letter from the CEO, their 10K and press releases.
2. News articles. Look for recent news on the industry as well as the customer company so you can be aware of market trends and competition.
3. Online research. Use LinkedIn, Hoovers and whatever tools you have to learn more about the company and its major players.
4. Networks. Use your own firm’s network for others who may have called on the company. Check out trade magazines. Join relevant associations and read their newsletters.

Now you are ready to speak confidently at the executive level, address real concerns and present an educated and insightful point of view.

Sales’ Major Challenge – 3 Ways to Communicate Executive-Level Value

Over half of the Sales Account Managers interviewed claim that their Number One challenge is teaching their sales reps how to effectively communicate value to executive buyers…what is it that their solution and approach provides that sets them above and apart from the competition?

It no longer works to have a general description of your solution’s advantages. Today’s customers are far better informed, far more sophisticated and enter the sales process farther along than they used to. Salespeople have to be able to clearly and compellingly articulate the unique value their solution brings and how, specifically, their solution fits the buyer’s exact situation.

How can a VP of Sales prepare the team? Executive sales training pros recommend that you:

1. Prepare: Work together with your sales team to script talking points for conversations or emails that differentiate your solutions from the competition based upon the top 5 scenarios they are likely to face.


2. Track & Adjust: Monitor which messages are more effective than others in moving deals toward a successful close.


3. Be Customer-Centric: Be sure that the messages are relevant and specific to the customer’s interest and need.  They must resonate with their most pressing concerns and be believable.